Trailer Impact: Captain Marvel Posts Highest Recall at 30.4%; Avengers: Endgame Posts Most Interest in a Cinema View at 75.5%

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Next weekend’s superhero origin story stays on top with its highest score yet, as April’s superhero sequel continues leading our other main metric this week, in our weekly Thursday feature Trailer Impact.


Top Three Trailers with Highest Recall Score Among Moviegoing Audiences

Moviegoers tell us the trailers they most recall seeing at their most recent visit to a cinema, among films opening in the next 10 weeks.

Captain Marvel / Disney / this Friday, March 8

  • 30.4% of moviegoers (378 respondents) saw and recalled this trailer this week.
  • That’s a new peak, up from 24.0% last week and also besting its prior 26.3% peak.
  • It spends a fourth consecutive week at #1, and an eighth consecutive week in the recall metric’s top three.
  • Brie Larson and Samuel L. Jackson star in this superhero origin story, Marvel’s first female lead after rival DC Comics struck box office gold with Wonder Woman.

Dumbo / Disney / Friday, March 29

  • 20.6% of moviegoers (256 respondents) saw and recalled this trailer this week.
  • That’s up from 18.9% last week, but down slightly from a prior 21.1% peak.
  • It spends it second week at #2, and a ninth consecutive week in the recall metric’s top three.
  • This live-action remake of the animated Disney classic centers on an elephant who can fly.

Shazam! / Warner Bros. / Friday, April 5

  • 17.6% of moviegoers (219 respondents) saw and recalled this trailer this week.
  • That’s down slightly from 17.7% last week, and also down from a prior 18.1% peak.
  • It spends a second week in the recall metric, both at #3.
  • The comedy superhero movie centers on a boy who can transform into an adult superhero.

Top Three Trailers with Highest Cinema Interest Among Moviegoing Audiences

Moviegoers tell us the wide release titles they’re most likely to see at a cinema, based on trailers recently played at theaters, among films opening in the next 10 weeks.

However, we’re making an exception to our usual “next 10 weeks” rule… read on…

Avengers: Endgame / Disney / Friday, April 26

  • While Trailer Impact usually only measures films coming out in the next 10 weeks, we’d added Avengers: Endgame to the survey after it posted the most global views online ever for a trailer in its first day.
  • 75.5% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s up slightly from 75.1% last week but down from from a 78.6% peak, yet still ranks among the highest numbers we’ve ever measured.
  • It spends an 11th consecutive week (all of its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at #1.
  • This intended final installment of the blockbuster Avengers superhero franchise stars an ensemble cast including Robert Downey Jr., Chris Hemsworth, and Scarlett Johansson.

Captain Marvel / Disney / this Friday, March 8

  • 62.5% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s down from 63.2% last week and also down from a 70.7% peak.
  • It spends an 11th consecutive week (all of its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at #2 behind Avengers: Endgame.

Spider-Man: Far From Home / Sony / Friday, July 5

  • While Trailer Impact usually only measures films coming out in the next 10 weeks, we’d added Spider-Man: Far From Home to the survey after it posted the 8th-most global views online ever for a trailer within its first day.
  • 60.2% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s up slightly from 59.8% last week, but down from a 61.0% peak.
  • It spends a seventh consecutive week (all its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at or tied for #3.
  • Tom Holland returns as the iconic superhero in a Europe-set story, along with a new character Mysterio played by Jake Gyllenhaal.

Trailer Impact is a service provided by Boxoffice Media parent company Webedia Movies Pro and Vertigo. To subscribe to the full service, which includes exclusive data about the top 25 trailers of the week, click here.

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